MISTAKE #74: You thought you could manipulate data and get away with it

If you mislead the buyer, expect shoppers to quickly out you as they refuse to live up to the false expectations you set.

NEW PRODUCT MISTAKESThomas TessmerDecember 18, 2014Ignorance, Retailer Interaction, Expectations, Storytelling, Conversion Optimization

MISTAKE #73: You did not take time to find common ground with the buyer

Remember that helping a buyer accomplish his/her objectives is often the path of least resistance to accomplishing your product's goals.

NEW PRODUCT MISTAKESThomas TessmerDecember 16, 2014Retailer Interaction, Expectations, Assumptions, Ignorance, Strategy & Planning, Competition, Category Audit, Conversion Optimization

Mistake #71: Your marketing efforts are timed all wrong

Follow these 8 guidelines to make sure every (limited) dollar you spend on marketing is having the greatest possible impact.

NEW PRODUCT MISTAKESThomas TessmerDecember 9, 2014Marketing, Retailer Interaction, Ignorance, Strategy & Planning, Time, Concept Refinement, Conversion Optimization

MISTAKE #69: Your volume forecast is over-inflated

Make sure your volume forecast is built on facts and supported assumptions, not feel-good wishful thinking.

NEW PRODUCT MISTAKESThomas TessmerDecember 2, 2014Assumptions, Ignorance, Retailer Interaction, Conversion Optimization

SELL-IN SUPPORT: Getting to yes by getting the buyer to say no

Different approaches to earning retail distribution lead to dramatically different results.

11 BARRIERS TO GROWTHThomas TessmerDecember 1, 2014Retailer Interaction, Strategy & Planning, Storytelling

MISTAKE #64: You’re focused on earning as much money as possible, not learning all you can

Look for short-term educational opportunities to learn from your new product launch to position you for a bigger and longer-term payout.

NEW PRODUCT MISTAKESThomas TessmerNovember 11, 2014Ignorance, Strategy & Planning, Mediocrity, Philosophy, Retailer Interaction, Opportunity Exploration, Assortment Optimizer

CATEGORY ASSESSMENT: Gain credibility through context

But do you know enough about total category dynamics? About the desires and attitudes of shoppers? Or what the competition is doing?

11 BARRIERS TO GROWTHThomas TessmerNovember 3, 2014Research Techniques, Retailer Interaction, Beyond POS

GO-TO-RETAIL STRATEGY DEVELOPMENT: Finding common ground for growth

We all enjoy a great Cinderella sports story, but I’ve seen many companies project these same fantasies onto their business.

11 BARRIERS TO GROWTHThomas TessmerOctober 20, 2014Strategy & Planning, Retailer Interaction, Applying Insight

MISTAKE #57: Your product’s retail price is too low

There is a point when lower-priced products hurt the value of a category. Make sure your product doesn't get into this position.

NEW PRODUCT MISTAKESThomas TessmerOctober 16, 2014Pricing, Retailer Interaction, Expectations, Barriers, Price and Size Strategy, Engagement Tracking

MISTAKE #56: Your product cost is too low

Trying to control cost can backfire when a product can't deliver the necessary profit to the manufacturer or it no longer meets shopper expectations.

NEW PRODUCT MISTAKESThomas TessmerOctober 14, 2014Ignorance, Pricing, Retailer Interaction, Expectations, Price and Size Strategy, Engagement Tracking

MISTAKE #54: You don’t do your homework when setting your product cost

Allowing unnecessary costs to creep into your product is not just wasteful, but puts you at a significant competitive disadvantage.

NEW PRODUCT MISTAKESThomas TessmerOctober 7, 2014Product Design, Pricing, Ignorance, Retailer Interaction, Competitive Evaluation, Price and Size Strategy, Engagement Tracking

MISTAKE #50: You don’t follow these 13 guidelines to design packaging to survive on the shelf

Designing magnetic packaging is only beneficial if it can survive getting to, and living on, a store shelf or in a delivery box.

NEW PRODUCT MISTAKESThomas TessmerSeptember 23, 2014Packaging, Retailer Interaction, Barriers, Shopper Experience, Principle-Based Design Guidelines, Concept Refinement, Concept Creation, Package Qualification

MISTAKE #47: You focus on the wrong retailers

Pursuing distribution at the wrong retailer at the wrong time can be disastrous to growing sustainable sales.

NEW PRODUCT MISTAKESThomas TessmerSeptember 11, 2014Retailer Interaction, Prime Prospecting, Ignorance, Time, Competitive Evaluation, Retailer Prioritization

MISTAKE #46: You focus on the wrong competition

Your product will almost always need to displace an existing item already on the shelf or in search results.

NEW PRODUCT MISTAKESThomas TessmerSeptember 9, 2014Competition, Ignorance, Risky Behaviors, Retailer Interaction, Competitive Evaluation, Assortment Optimizer, Retailer Prioritization

MISTAKE #43: You need to set and manage the right expectations

You will actually be held accountable for the expectations you set...and you won't get a second chance if the buyer knows you mislead them.

NEW PRODUCT MISTAKESThomas TessmerAugust 28, 2014Retailer Interaction, Expectations, Category Audit, Opportunity Exploration

MISTAKE #40: Your team just doesn’t understand retail

Make sure you're prepared with a smart solution to win at retail.

NEW PRODUCT MISTAKESThomas TessmerAugust 19, 2014Retailer Interaction, Excellence, Strategy & Planning, Ignorance, Opportunity Exploration, Competitive Evaluation, Retailer Prioritization

MISTAKE #18: Your product is really just a share-shifter

Make sure you've quantified the incremental sales or new shoppers your product will bring to a retailer.

NEW PRODUCT MISTAKESThomas TessmerJune 5, 2014Retailer Interaction, Expectations, Strategy & Planning, Shopper Insights, Category Audit, Opportunity Exploration

MISTAKE #17: You have a short fuse

Consider how an unrealistic timeline, including the failure to drive demand for your product, can put it on the fast track to failure.

NEW PRODUCT MISTAKESThomas TessmerJune 3, 2014Assumptions, Retailer Interaction, Time, Conversion Optimization

MISTAKE #16: You don’t understand the speed of retail

Companies often under-estimate the time between pursuing distribution at a retailer to having the first item scan at a register.

NEW PRODUCT MISTAKESThomas TessmerMay 29, 2014Retailer Interaction, Expectations, Ignorance, Time, Category Audit, Retailer Prioritization, Sell-in Support, Conversion Optimization